THE IMPACT OF HALAL BRAND PERSONALİTY AND ONLİNE BRAND TRUST ON THE ONLİNE HALAL FOOD PURCHASE INTENTİON: A CONCEPTUAL PAPER
DOI:
https://doi.org/10.24191/VoA.v17i2.11901Keywords:
Halal Brand Personality, Online Brand Trust, Online Purchase Intention, Halal Food.Abstract
The purpose of this paper is to develop a conceptual framework that provides insight and aids in understanding the factors that determine the intention of consumer to purchase halal food products via an online platform. Online consumer behaviour can be described as the way the consumer perceives the process involved in the online purchase. Consumers can order and purchase halal food from a diverse range of websites like grocery stores, supermarkets, restaurants, food intermediaries, and delivery businesses. By understanding what makes customers shop online, online retailers can build more trustable, secure, attractive, and useful websites and create the effective marketing programme for their customers. Past researches found the connection between brand personality in relation with food choice. Customers tend to purchase from the online website they trust and brands that are familiar and suitable with their personality. Although the relationship between trust and online purchase intention had been widely discussed, how trust mediates the relationship between brand personality and online purchase intention remains uncertain. Therefore, trust as a moderating variable is introduced in the conceptual framework to determine if there exists positive behavioural outcomes. The framework aids understanding in the relationships and provides insights into how these relationships develop.
References
Aaker, Jennifer L. (1997). Dimensions of brand personality. Journal of Marketing Research. https://doi.org/10.2307/3151897
Aaker, Jennifer Lynn. (2011). Dimensions of Brand Personality. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.945432
Ahmad, M. F. (2015). Antecedents of halal brand personality. Journal of Islamic Marketing, 6(2). https://doi.org/10.1108/JIMA-03-2014-0023
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes. https://doi.org/10.1016/0749-5978(91)90020-T
Al-Debei, M. M., Akroush, M. N., & Ashouri, M. I. (2015). Consumer attitudes towards online shopping: The effects of trust, perceived benefits, and perceived web quality. Internet Research, 25(5). https://doi.org/10.1108/IntR-05-2014-0146
Alam, S. S., & Sayuti, N. M. (2012). Applying the Theory of Planned Behavior ( TPB ) in halal food purchasing. International Journal of Commerce and Management.
Alam, S. S., & Yasin, N. M. (2010). What factors influence online brand trust: Evidence from online tickets buyers in Malaysia. Journal of Theoretical and Applied Electronic Commerce Research. https://doi.org/10.4067/S0718-18762010000300008
Ali, A., Sherwani, M., Ali, A., Ali, Z., & Sherwani, M. (2020). Investigating the antecedents of halal brand product purchase intention: an empirical investigation. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-03-2019-0063
Amalia, F. A., Sosianika, A., & Suhartanto, D. (2020a). Indonesian Millennials’ Halal food purchasing: merely a habit? British Food Journal, 122(4), 1185–1198. https://doi.org/10.1108/BFJ-10-2019-0748
Amalia, F. A., Sosianika, A., & Suhartanto, D. (2020b). Indonesian Millennials’ Halal food purchasing: merely a habit? British Food Journal, 122(4), 1185–1198. https://doi.org/10.1108/BFJ-10-2019-0748
Ashraf, M. A. (2019). Islamic marketing and consumer behavior toward halal food purchase in Bangladesh: An analysis using SEM. Journal of Islamic Marketing, 10(3), 893–910. https://doi.org/10.1108/JIMA-03-2018-0051
Asnawi, N., Sukoco, B. M., & Fanani, M. A. (2018). Halal products consumption in international chain restaurants among global Moslem consumers. International Journal of Emerging Markets, 13(5), 1273–1290. https://doi.org/10.1108/IJoEM-11-2017-0495
Bhattacharya, R., Devinney, T. M., & Pillutla, M. M. (1998). A Formal Model of Trust Based on Outcomes. The Academy of Management Review. https://doi.org/10.2307/259289
Birch, D., & Memery, J. (2020). Tourists, local food and the intention-behaviour gap. Journal of Hospitality and Tourism Management, 43. https://doi.org/10.1016/j.jhtm.2020.02.006
Borzooei, M., & Asgari, M. (2013a). Halal Branding and Purchase Intention : A Brand Personality Appeal Perspective. International Journal of Business and Management Invention, 2(8). https://doi.org/ISSN (Online): 2319 – 8028
Borzooei, M., & Asgari, M. (2013b). The Halal Brand Personality and its Effect on Purchase Intention. Interdisciplinary Journal of Contemporary Research in Business, 5(3).
Bukhari, S. F. H. (2018). Purchase behaviour of western imported foods by Pakistani buyers. Journal of Contemporary Islamic Research, 1(1).
Chang, M. L., & Wu, W. Y. (2012). Revisiting Perceived Risk in the Context of Online Shopping: An Alternative Perspective of Decision-Making Styles. Psychology and Marketing, 29(5). https://doi.org/10.1002/mar.20528
Ganguly, B., Dash, S. B., Cyr, D., & Head, M. (2010). The effects of website design on purchase intention in online shopping: the mediating role of trust and the moderating role of culture. International Journal of Electronic Business. https://doi.org/10.1504/ijeb.2010.035289
Garg, P., & Joshi, R. (2018a). Purchase intention of “Halal” brands in India: the mediating effect of attitude. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-11-2017-0125
Garg, P., & Joshi, R. (2018b). Purchase intention of “Halal” brands in India: the mediating effect of attitude. Journal of Islamic Marketing, 9(3), 683–694. https://doi.org/10.1108/JIMA-11-2017-0125
Gopi, M., & Ramayah, T. (2007). Applicability of theory of planned behavior in predicting intention to trade online: Some evidence from a developing country. International Journal of Emerging Markets. https://doi.org/10.1108/17468800710824509
Gopi, M., & Ramayah, T. (2011). International Journal of Emerging Markets Applicability of theory of planned behavior in predicting intention to trade online Some evidence from a developing country. International Journal of Emerging Markets Iss Internet Research Internet Research Iss International Journal of Commerce and Management.
Grimmer, M., & Miles, M. P. (2017). With the best of intentions: a large sample test of the intention-behaviour gap in pro-environmental consumer behaviour. International Journal of Consumer Studies, 41(1). https://doi.org/10.1111/ijcs.12290
Ha, H. Y. (2004). Factors influencing consumer perceptions of brand trust online. Journal of Product & Brand Management. https://doi.org/10.1108/10610420410554412
Haque, A., Sarwar, A., Yasmin, F., Tarofder, A. K., & Hossain, M. A. (2015). Non-muslim consumers’ perception toward purchasing halal food products in malaysia. Journal of Islamic Marketing, 6(1), 133–147. https://doi.org/10.1108/JIMA-04-2014-0033
Hassan, Y., & Pandey, J. (2019). Examining the engagement of young consumers for religiously sanctioned food: the case of halal food in India. Young Consumers, 21(2), 211–232. https://doi.org/10.1108/YC-01-2019-0940
Heijden, H. Van Der, Verhagen, T., & Creemers, M. (2003). Understanding online purchase intentions: Contributions from technology and trust perspectives. European Journal of Information Systems, 12(1), 41–48. https://doi.org/10.1057/palgrave.ejis.3000445
Heng, Y., Gao, Z., Jiang, Y., & Chen, X. (2018). Exploring hidden factors behind online food shopping from Amazon reviews: A topic mining approach. Journal of Retailing and Consumer Services, 42. https://doi.org/10.1016/j.jretconser.2018.02.006
Ismail, F. R., Nasiruddin, K., & Samad, N. S. A. (2017). Halal and Non-Muslim: What Matters? International Journal of Accounting & Business Management. https://doi.org/24924/ijabm/2017.11/v5.iss2/1.12
Javed, H. (2016). A Stud y of Online Shopping ‟ s O ptions and Substitutes Affect Online Purchase Decision in Faisalabad. International Journal of Art, Culture, Design and Language Works.
Keh, H. T., & Shieh, E. (2001). Online Grocery Retailing: Success Factors and Potential Pitfalls. Business Horizons, 44(4). https://doi.org/10.1016/S0007-6813(01)80050-1
Khalek, A. A., & Ismail, S. H. S. (2015). Why Are We Eating Halal – Using the Theory of Planned Behavior in Predicting Halal Food Consumption among Generation Y in Malaysia. International Journal of Social Science and Humanity, 5(7), 608–612. https://doi.org/10.7763/ijssh.2015.v5.526
Khor, K. S., & Hazen, B. T. (2017). Remanufactured products purchase intentions and behaviour: Evidence from Malaysia. International Journal of Production Research, 55(8). https://doi.org/10.1080/00207543.2016.1194534
Lee, M. K. O., & Turban, E. (2001). A trust model for consumer internet shopping. International Journal of Electronic Commerce. https://doi.org/10.1080/10864415.2001.11044227
Lim, Y. J., Osman, A., Salahuddin, S. N., Romle, A. R., & Abdullah, S. (2016). Factors Influencing Online Shopping Behavior: The Mediating Role of Purchase Intention. Procedia Economics and Finance, 35(October 2015), 401–410. https://doi.org/10.1016/s2212-5671(16)00050-2
Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The Effects of Shopping Orientations, Online Trust and Prior Online Purchase Experience toward Customers’ Online Purchase Intention. International Business Research, 3(3). https://doi.org/10.5539/ibr.v3n3p63
Loketkrawee, P., & Bhatiasevi, V. (2018). Elucidating the Behavior of Consumers toward Online Grocery Shopping: The Role of Shopping Orientation. Journal of Internet Commerce. https://doi.org/10.1080/15332861.2018.1496390
Marmaya, N. H., Zakaria, Z., & Mohd Desa, M. N. (2019). Gen Y consumers’ intention to purchase halal food in Malaysia: a PLS-SEM approach. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-08-2018-0136
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An Integrative Model of Organizational Trust. The Academy of Management Review. https://doi.org/10.2307/258792
Memon, Y. J., Azhar, S. M., Haque, R., & Bhutto, N. A. (2019). Religiosity as a moderator between theory of planned behavior and halal purchase intention. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-01-2019-0006
Mosunmola, A., Adegbuyi, O., Kehinde, O., Agboola, M., & Olokundun, M. (2019). Percieved value dimensions on online shopping intention: The role of trust and culture. Academy of Strategic Management Journal, 18(1).
Muslichah, Abdulllah, H. R. binti, & Razak, A. L. bi A. (2014). The Effect of Reliogiosity on Purchase Decision towards Halal Foods with Awareness as Intervening Variable. In Malaysia Indonesia International Conference on Economics, Management and Accounting (MICEMA 2014).
Nardi, V. A. M., Jardim, W. C., Ladeira, W., & Santini, F. (2019). Predicting food choice: a meta-analysis based on the theory of planned behavior. British Food Journal, 121(10), 2250–2264. https://doi.org/10.1108/BFJ-08-2018-0504
Nguyen, T. T. H., Nguyen, N., Nguyen, T. B. L., Phan, T. T. H., Bui, L. P., & Moon, H. C. (2019). Investigating consumer attitude and intention towards online food purchasing in an emerging economy: An extended TAM approach. Foods, 8(11), 1–15. https://doi.org/10.3390/foods8110576
Nurhayati, T., & Hendar, H. (2019). Personal intrinsic religiosity and product knowledge on halal product purchase intention: Role of halal product awareness. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-11-2018-0220
Organ, D. W. (2018). Organizational Citizenship Behavior: Recent Trends and Developments. Annual Review of Organizational Psychology and Organizational Behavior. https://doi.org/10.1146/annurev-orgpsych-032117-104536
Pappas, I. O., Kourouthanassis, P. E., Giannakos, M. N., & Chrissikopoulos, V. (2016). Explaining online shopping behavior with fsQCA: The role of cognitive and affective perceptions. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2015.07.010
Pappas, I. O., Kourouthanassis, P. E., Giannakos, M. N., & Lekakos, G. (2017). The interplay of online shopping motivations and experiential factors on personalized e-commerce: A complexity theory approach. Telematics and Informatics, 34(5). https://doi.org/10.1016/j.tele.2016.08.021
Rosmayani, & Mardhatillah, A. (2020). Model of intention to behave in online product purchase for Muslim fashion in Pekanbaru, Indonesia. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-09-2018-0159
Rubin, D., Martins, C., Ilyuk, V., & Hildebrand, D. (2020). Online shopping cart abandonment: a consumer mindset perspective. Journal of Consumer Marketing, 37(5). https://doi.org/10.1108/JCM-01-2018-2510
Shah Alam, S., & Mohamed Sayuti, N. (2011). Applying the Theory of Planned Behavior (TPB) in halal food purchasing. International Journal of Commerce and Management, 21(1), 8–20. https://doi.org/10.1108/10569211111111676
Shim, S., Eastlick, M. A., Lotz, S. L., & Warrington, P. (2001). An online prepurchase intentions model: The role of intention to search: Best Overall Paper Award - The Sixth Triennial AMS/ACRA Retailing Conference, 2000. Journal of Retailing, 77(3). https://doi.org/10.1016/S0022-4359(01)00051-3
Söllner, M., Gefen, D., Leimeister, J. M., & Pavlou, P. A. (2016). Trust: An MIS Quarterly research curation. MIS Quarterly, (October).
Song, J. Do. (2019). A Study on Online Shopping Cart Abandonment: A Product Category Perspective. Journal of Internet Commerce, 18(4). https://doi.org/10.1080/15332861.2019.1641782
statista.com. (2018). Number of worldwide internet users as of January 2019, by region (in millions) | Statista. Statista.
Sultan, F., Urban, G. L., Shankar, V., & Bart, I. Y. (2005). Determinants and Role of Trust in E-Business: A Large Scale Empirical Study. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.380404
Vanany, I., Soon, J. M., Maryani, A., & Wibawa, B. M. (2019a). Determinants of halal-food consumption in Indonesia. Journal of Islamic Marketing, 11(2), 516–530. https://doi.org/10.1108/JIMA-09-2018-0177
Vanany, I., Soon, J. M., Maryani, A., & Wibawa, B. M. (2019b). Determinants of halal-food consumption in Indonesia. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-09-2018-0177
We Are Social & Hootsuite. (2019). Digital 2019 Malaysia. We Are Social & Hootsuite.
Xu, Y., & Huang, J. S. (2015). Factors influencing cart abandonment in the online shopping process. Social Behavior and Personality, 43(10). https://doi.org/10.2224/sbp.2015.43.10.1617
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
